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	<title>AdWords: User pain points</title>
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			<div id="/section-1/page-1" class="ft-page cover-page" data-id="page-1" data-title="A Presentation Framework by @marcolago">
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						<h1> AdWords <span> User pain points, and a UX vision to address them</span></h1>
						
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					<p class="lead pull-left">In Q2 and Q3 2013, we conducted in-person visits to 46 AdWords Tier 1 and 2 advertisers in four US regions, the UK, and Finland, and have additionally interviewed over 350 advertisers about their current AdWords experience and pain points in conjunction with usability testing during the past two years.</p>
					
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				<h2>It’s not surprising that AdWords advertiser pain points and usage patterns vary with spend amounts…</h2>
				
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						<h3>Residential Mortgage Loans <span class="location">Michigan</span></h3>
						<h5 class="budget"> <i>Spends</i> $2 – 3 Million per month </h5>
						<ul>					
							<li>Does AdWords work 365 days a year, day and night</li>
							<li>Manages 12 AdWords accounts</li>
							<li>Manages Display, Search, and Video for AdWords campaigns</li>
							<li>Manages 12 thousand keywords</li>
							<li>Uses Ring Revenue, does call tracking to the keyword level</li>
							<li>Manages other online advertising (e.g., Bing)</li>
							<li>Uses Kenshoo, is currently testing Marin</li>
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						<h3>Photographer <span class="location">Bay Area</span></h3>
						<h5 class="budget"> <i>Spends</i> less than $100 per month </h5>
						<ul>
							<li>Logs in to AdWords a few times a year</li>
							<li>Has a single account with one campaign which has one ad group</li>
							<li>Uses Search network only</li>
							<li>Worries about whether his ad is showing up</li>
							<li>Doesn’t know how to evaluate AdWords ROI</li>
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				<h2>…but even within higher-spend customers, the sophistication of AdWords users varies widely.</h2>
				
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						<h3>Cell Phone Accessories Retailer <span class="location">New York</span></h3>
						<h5 class="budget"> <i>Spends</i> $10 – 20K per month</h5>
						<ul>
							<li>AdWords work done by two partners and an assistant who log in daily</li>
							<li>Manages Display and Search network campaigns</li>
							<li>Uses remarketing</li>
							<li>Uses ClickSweeper for bid management </li>
							<li>Manages other online advertising (e.g., Bing)</li>
							<li>Uses Google Merchant Center, Product Listing  ads</li>
							<li>Major pain is keeping ads up-to-date with constantly changing product inventory</li>
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						<h3>Furniture Maker<span class="location">New York</span></h3>
						<h5 class="budget"> <i>Spends</i> $15K per month</h5>
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							<li>AdWords work done by the founder/owner</li>
							<li>Rarely logs in to AdWords, runs it on “auto-pilot”</li>
							<li>Has no idea how to change geographic targeting set up by a Google support rep, is afraid to try</li>
							<li>Doesn’t know how to view performance reports, including Search Query Report, doesn’t add negative keywords</li>
							<li>Worries about whether his ad is showing up</li>
							<li>Doesn’t know how to evaluate his AdWords ROI</li>
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				<h1>Top five pain points</h1>
				<p class="lead"><span class="number">1</span><strong>It’s hard for advertisers to evaluate ROI</strong></p>
				<p class="lead"><span class="number">2</span><strong>There’s no real connection between what the advertiser is doing in AdWords, and the end user’s experience (uncertainty around whether ads are actually showing up)</strong></p>
				<p class="lead"><span class="number">3</span><strong>Management of, and reporting across various campaign types is painful</strong></p>
				<p class="lead"><span class="number">4</span><strong>Cross-account features are severely lacking</strong></p>
				<p class="lead"><span class="number">5</span><strong>Users have to use many products and tools</strong></p>
			
				
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